Study Guide
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Digital Marketing - Study Notes:
What is a keyword?
A keyword, also known as a search query, is a word or phrase that a user enters into a search engine to accomplish a task –for example, to find out information. As a digital marketer, your goal is to create content based on the keywords that people are searching for. Then, when they search using those keywords, your site is likely to show up in the search results.
Why people search
In order to better understand keywords, think about why people search in the first place. People are motivated to search for different reasons. So, when optimizing your content for search engines, it’s important to always consider what people are looking for, and why. This inspiration can then guide you to improve existing content or create new content.
Keywords can be categorized according to the motivation behind them. For example:
- Navigational keywords are used to find specific websites or web pages, often associated with a brand or company.
- Informational keywords indicate a user's intent to seek information or knowledge on a particular topic.
- Commercial keywords are used to compare and evaluate options when deciding whether to purchase.
- Transactional keywords are used when you’ve decided to buy something or sign up for a service.
Joe Williams
Joe Williams teaches search engine optimization at Joe Wills. He holds a degree in Computing Informatics, and he’s been an SEO specialist for over 15 years. He’s consulted and trained many large blue-chip companies including The Guardian, Cosmopolitan, and Sky. He's on a mission to make SEO easy, fun, and profitable. You can catch him on X and LinkedIn.
These walkthrough videos give clear, step-by-step demonstrations and guidance on how to apply key digital marketing concepts and strategies, and use industry-standard tools. While relevant to this module, you will not be assessed on this content.
